US: GroundTruth, the leading location platform for driving visits, teamed up with the Tri-State Toyota Dealers Association and their agency partner Saatchi & Saatchi to test GoundTruth’s Cost Per Visit model and drive customers to specific dealerships.
To test the Cost Per Visit model, Toyota and Saatchi & Saatchi leveraged GroundTruth’s industry-leading location data and targeting to optimize reach and maximize campaign effectiveness by only paying for verified visits. As Toyota’s partner, GroundTruth focused on identifying and reaching true in-market intenders to engage customers likely to be in the market for a new car and encourage them to visit a nearby dealership. Location Audience data allowed Toyota to tap into historical visitation patterns to reach the most relevant in-market intenders for Toyota.
“Our campaign with GroundTruth allowed for us to have greater insight into how audiences in our market both consume and take physical action with our ads,” said Ryan Richmond, Senior Media Planner at Saatchi & Saatchi. “Upon further review, the results showed interesting correlations between store performance and audience visitation—adding another sophisticated layer of intelligence for both the agency and our client. We feel that this effort helped to drive specific, targeted shoppers to our dealer locations.”
This month-long campaign drove over 1,200 visits to specified dealerships in the Delaware, Pennsylvania, and New Jersey targeted demographic areas, with the majority of customers driven by Location-based Audience targeting.
“Toyota’s first test using GroundTruth’s Cost Per Visit model was a fantastic success,” said Dan Silver, Vice President of Marketing at GroundTruth. “Toyota was able to not only efficiently fuel their audience targeting with GroundTruth’s high-quality data, but were also able to see tangible real-world outcomes, with over 1,200 visits delivered from only 192kimpressions.”